Film-Tech Forum ARCHIVE: "Audience Appropriate" green-band trailers

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Posted by Mike Blakesley (Member # 26) on 07-02-2009, 04:29 PM:

We just got an email from NATO saying that it's now possible for trailers to be "suitable for Appropriate Audiences" as opposed to "all audiences." Meaning a PG-13 trailer might be targeted at a PG-13 movie but you shouldn't play that particular trailer with a PG movie. Etc. Anyone else heard about this and what do you think about it? I think it's shaping up to be a gigantic pain, i.e. we won't be able to get "all audience" trailers when they are needed.

Here's part of the MPAA bulletin on this subject:

“Appropriate Audience Advertising provides the distributor of the motion picture greater flexibility to promote a motion picture in a manner that reflects its content and reaches its intended audience without exposing a significant number of young children to the advertising. Advertising that is deemed by the Advertising Administration to the suitable only for appropriate audiences contains some material that is not appropriate for all viewers, but is acceptable for the age-appropriate audiences that will be viewing it. Such advertising shall not include excessive or graphic images of violence or sex, excessive profanity, or drug usage. While some stronger content may be permitted in Appropriate Audience Advertising, not all scenes from a PG-13, R, NC-17 or not yet rated motion picture may be approved for inclusion in such advertising.

Advertisements that fall into this category include certain trailers, some internet advertising, and some television and radio advertising and print promotional materials. The Advertising Administration will provide specific time, medium and venue restrictions for the placement of Appropriate Audience Advertising. Such Appropriate Audience Advertising may not be directed to audiences that contain a significant proportion of younger children.”

Posted by Dustin Mitchell (Member # 372) on 07-02-2009, 05:10 PM:

I always felt that a lot of 'green band' trailers for R and even some PG-13 movies weren't appropriate for G and PG movies anyway, despite supposedly being suitable for all audiences.

Posted by John Wilson (Member # 269) on 07-02-2009, 05:31 PM:

And individual cinemas are supposed to make that call?

Here it's illegal to screen a trailer rated higher than the feature screening. We've never had trailers 'approved for all audiences'.

There was a big hullabaloo here many years ago (before the current rules applied) whereby a Greater Union cinema in the city was taken to task in the Sydney Morning Herald's letters to the editor for playing the trailer for 'GHOST' at a screening of 'Beauty And The Beast'. The parent objected (and rightly so) to a shot in the trailer where you see Patrick Swayzee with blood on him from where he's been killed. Not what you want little Tommy and Bessie to see when they've been promised a fairy tale.

Posted by Phil Blake (Member # 2012) on 07-02-2009, 07:50 PM:

i remember one house here screening Emanuelle trailers on PG stuff.

I guess that is why this rule was introduced.

Posted by Jonathan Althaus (Member # 5042) on 07-02-2009, 07:59 PM:

G or PG films with G or PG trailers, 13 and R films with 13 or R trailers is Cinemark's guideline. Even though I have no problem with Harry Potter on an R film.

Posted by John Wilson (Member # 269) on 07-02-2009, 09:19 PM:

quote: Jonathan Althaus
Even though I have no problem with Harry Potter on an R film.

Huh?

Posted by Mike Blakesley (Member # 26) on 07-02-2009, 10:00 PM:

Our general rules are:

R films: Any trailers can run

PG-13: R-rated trailers can run IF the feature film is geared to an adult audience. (i.e. if the PG-13 feature is an adult-oriented movie, we have no problem running an R trailer with it, but we wouldn't run an R trailer with a PG-13 Potter film).

PG: G, PG or PG-13 trailers only (and PG-13 only if they advertise a teen/kid oriented film)

G: Only PG or G trailers on these movies.

Posted by Brad Miller (Member # 2) on 07-03-2009, 01:26 AM:

If they would make green, yellow and red bands, this wouldn't be a huge pain in the ass...but you just KNOW they will make these green colored just to create problems for everyone in the industry. [Roll Eyes]

Posted by Monte L Fullmer (Member # 2797) on 07-03-2009, 03:26 AM:

I also assemble according to Mike's guideline list above.

Yet, Interesting that this list almost duplicated what we had to do at EDWARDS with our trailer assembles.

Posted by Tom Inglis (Member # 5181) on 07-03-2009, 05:55 AM:

Here in the UK all our trailers are rated by the BBFC, and therefore are subject to strict guidelines. We will NEVER show a trailer with a film that is rated lower than the trailer itself. They are all sent to us with different wraps depending on the rating...

Posted by Justin Hamaker (Member # 2165) on 07-03-2009, 08:38 AM:

I was at a NATO meeting where they were talking about this as an alternative or compromise to using a yellow band for what are essentially PG-13 trailers. I still don't understand the reasoning, but the MPAA and some NATO members were dead set against the idea of a yellow band.

To me the idea of a yellow band makes perfect sense because it provides a visual indication of what movies the trailer is appropriate for. And when the bands are left on the trailer, it provides a visual indication for those in the audience who are concerned.

Posted by Martin McCaffery (Member # 37) on 07-03-2009, 08:47 AM:

Just a reminder that MPAA ratings are only suggestions as to the suitability of motion pictures for children. Theatres are under no legal obligation to enforce the ratings, though there may be contractual obligations. So do what you think is best for your theatre.

Posted by Chase Taylor (Member # 778) on 07-03-2009, 09:40 AM:

Some states there are laws on the books for letting kids into R rated movies.

Posted by Chad Souder (Member # 343) on 07-03-2009, 09:48 AM:

Which states? I wasn't aware it was law anywhere.

Posted by Martin McCaffery (Member # 37) on 07-03-2009, 10:07 AM:

If someone got a ratings law on the books then the MPAA fell down on the job. The ratings are owned by the MPAA and they fiercely guard their copyright. Here in Alabama many years ago the legislature tried to pass a law requiring ALL videotapes be rated (yes, that would have meant blank ones). The MPAA's lobbyist just went in and said you can't do that, we will sue you. End of that piece of legislation.

Virginia used to have a law, may still, against showing a trailer for a movie a member of the audience may not be allowed to see. Never heard of it being enforced and can't imagine it standing up in court.

This is not to say the MPAA doesn't imply the ratings are law (No One Under 18 Allowed In, etc).

Posted by Chase Taylor (Member # 778) on 07-03-2009, 02:27 PM:

If you will look up Tennessee Code 39-17-907 you will see where some theatres are under the understanding that this law could be forced on them for selling a ticket to someone under 18. I'm not a lawyer and certainly don't know if this could be used against anyone but I knew of the story nevertheless. You can decide for yourself?

Chase

Posted by Martin McCaffery (Member # 37) on 07-03-2009, 03:14 PM:

You appear to be correct that it got into a law in TN. The first google hit brings up a TN tv news segment that grossly takes the law out of context. Here's what I hope is an accurate transcript of the relevant section of TN code:

quote:
(b) Each theater at which two (2) or more motion pictures are shown in the same building shall maintain adequate supervision of the customers to prevent minors from purchasing a ticket or admission pass to a motion picture designated by the rating board of the Motion Picture Association of America by the letter “G” for general audiences or “PG” for all ages, parental guidance advised, and then viewing a motion picture designated “R” for restricted audiences, persons under eighteen (18) years of age not admitted unless accompanied by parent or adult guardian, or “X,” persons under eighteen (18) years of age not admitted.

You'll notice, besides the law being way out of date as far as the ratings go, it is really to prevent a kid from buying a ticket to one movie and going to another. Nothing in it says they can't sell and R ticket to a minor. Interesting law (and kinda off topic at this point). I wonder if it has ever been enforced?

Posted by Mike Blakesley (Member # 26) on 07-03-2009, 06:41 PM:

quote: Martin McCaffery
You appear to be correct that it got into a law in TN.

But the law has nothing to do with the question at hand. As you point out, it requires theatres to monitor and stop "screen switching."

The rating system continues to be voluntary in the U.S.

Posted by Michael McGovern (Member # 4807) on 07-03-2009, 08:51 PM:

As far as I've ever seen, most trailers for films that are rated PG-13, R, or are currently unrated, that also contain inappropriate material usually have a label right on them instructing the projectionist not to program the trailer on G or PG Rated films. Of course this assumes the person programming the trailers can read the label, which from what I've seen is a bit much to ask.

Posted by Jeremy Weigel (Member # 4208) on 07-04-2009, 12:54 AM:

When I worked for Regal(TN based) I was told that there were sting operations done (similar to stores selling alcohol to minors) to make sure theatres were not selling "R" rated tickets to anyone under 17 and if caught the theatre was fined.

Posted by Mike Blakesley (Member # 26) on 07-04-2009, 01:52 AM:

Jeremy - that's what we call "bullshit" in the industry. Some higher-up just trying to make sure his people toe the line.

Posted by Justin Hamaker (Member # 2165) on 07-04-2009, 03:17 AM:

I'm no lawyer, but I do think local and or state governments would be within their right to require theatres to enforce the MPAA ratings. I think such laws would fall under the same rules that allow for local decency standards to be imposed and enforced.

I don't think it would be a copyright infringement for government(s) to require theatres to enforce industry created standards and guidelines. The caveat being that the government is not taking any action to define or modify the ratings.

In all honesty, there are times when I actually wish enforcement of the ratings was law. That would make it easier for us to defend not admitting someone to an R rated movie. Theatre policy is not nearly as strong of a statement as local law. And for that matter, I would be ok with legally prohibiting children under 12-13 from watching R rated movies - at least without the parent present.

Posted by Martin McCaffery (Member # 37) on 07-04-2009, 09:25 AM:

Have to totally disagree with you Justin, as would the MPAA. The ratings system was created specifically to keep/get the gov't out of the movie rating business.

Furthermore, as the MPAA is a private entity, it is no more accountable to the public than SMPTE and therefore should never be in a position of setting standards that will be enforced by the Gov't. Though I would enjoy a few police raids on out of focus theatres [evil]

All states already have decency laws they can enforce at will. The ratings system in no way parallels the language of the law. The ratings are without definition by design, and therefore completely arbritrary and indeed fluid over time. We all know of plenty of older movies with R ratings which would now be PG or PG-13. They still have the R rating and would have to be "enforced" as such.

And what do you do about movies that choose not to pay the MPAA for a rating?

Just to get this somewhere back to the original topic, preview the trailers yourself, and if you are afraid they will offend your audience, don't show them. Otherwise, treat them like adults and let them deal with it.

Posted by Chad Souder (Member # 343) on 07-04-2009, 10:02 AM:

quote: Jeremy Weigel
When I worked for Regal(TN based) I was told that there were sting operations done (similar to stores selling alcohol to minors) to make sure theatres were not selling "R" rated tickets to anyone under 17 and if caught the theatre was fined.

That is mostly true. There are sting operations done at theatres of all sizes nation-wide, but they are done by NATO or other groups to test compliance with the rating system. Our governments have done these stings too. They keep these stats state-by-state, circuit-by-circuit, however you want to look at it. The only thing you were told that was wrong was that fines would be issued. You won't even know you've been visited. When the government gets bored, they look at what else they can control, so NATO wants these stats to show a nice, high compliance so they can convince them they don't need to worry about movies.

Posted by John T. Hendrickson, Jr (Member # 849) on 07-04-2009, 04:37 PM:

Back on topic.

I received the NATO Advisory from our principal owner. Needless to say, this is going to be an ongoing problem, as the advisory states that: the "updates can vary by the week, and sometimes by the day". [Eek!]

Now lets suppose that somebody who is making up the trailer pack doesn't ( for whatever reason) check the update. Bingo! you have a potential problem on your hands.

Is this a CYA move on the part of NATO? Judgement calls by reasonable people (i.e. Mike Blakesley et al) will catch the potential problem, but I just don't see that happening everywhere.

Just one more thing for theatre owners and management to deal with. And let's not forget- what is acceptable in one area of the country may not fly in another area. I used to refer to an old saying when I was teaching American Government and we were discussing censorship: "But will it play in downtown Peoria?" Sorry, no slight intended to the good folks in Illinois. [Smile]

Posted by Jonathan M. Crist (Member # 413) on 07-05-2009, 10:44 AM:

It will be interesting to see how this affects the deals that some chains have to exhibit a given studios trailers. For example there was time when each screen at an AMC multiplex was required to play at least one trailer from Universal. Supposedly Universal was compensating AMC for this deal. I know it was sometimes difficult for my local AMC manager to find an Universal trailer to put on each screen - and now they must be age appropriate trailers to boot. Good luck with that one.

Posted by Darryl Spicer (Member # 711) on 07-05-2009, 01:05 PM:

quote: Jonathan Althaus
G or PG films with G or PG trailers, 13 and R films with 13 or R trailers is Cinemark's guideline. Even though I have no problem with Harry Potter on an R film.

The policy is G or PG trailers can play on anything G, PG, PG-13, R. PG-13 and R trailers are based on approval. Basically, the film companies may approve a PG-13 rated movie like Transformers 2 or Star Trek to play on certain PG rated movies by creating a PG friendly version of the trailer. Otherwise they are only do go on PG-13 and R rated features. No red band trailers to play on anything and if the movie has not been rated yet then the placement is based on content and what the film companies are shooting for on the rating.

Posted by Justin Hamaker (Member # 2165) on 07-05-2009, 04:02 PM:

quote: Darryl Spicer
PG-13 rated movie like Transformers 2 or Star Trek to play on certain PG rated movies by creating a PG friendly version of the trailer

Universal did this with Land of the Lost and the practice really bothers me. I think it's deceptive marketing which leads people to believe the film is something it's not. In the case of Land of the Lost, they made it look much more kid friendly than it actually was.

Posted by Martin McCaffery (Member # 37) on 07-05-2009, 08:44 PM:

Giving a meager benefit of the doubt to the studios, trailers are often in the theatres before the film is even finished, much less rated. The green/red bands are awarded (sold) by the MPAA based on the trailer submitted by the studio, rather than the final film.

Posted by Chris Slycord (Member # 4239) on 07-06-2009, 03:39 AM:

But in the case of Land of the Lost, they did edit the dialog to be "PG-rated" specifically for the trailer.

The "Matt Lauer can suck it" line was changed to "Matt Lauer can eat it.

Posted by Martin McCaffery (Member # 37) on 07-06-2009, 08:44 AM:

It's not unusual for the MPAA, or CARA actually, to demand changes in trailer content. Ya just never know who is responsible for what.

It's also common for filmmakers to record several versions of certain things just for such occassions, and for things like TV, airplane and director cut DVD's. It's not about art [Wink]

Posted by Mike Blakesley (Member # 26) on 07-06-2009, 11:07 AM:

This is nothing new. Remember the "PG" version of Saturday Night Fever?

John Travolta's line "Piss on it, all right? Just piss on it." became "Knock it, all right? Just knock it." Yeah, like that character would talk that way.

This is off the topic, but my favorite all time "edit" for TV was in one of the Police Academy movies where "Drop that stereo before I blow your goddamn nuts off, asshole!" became "Drop that stereo before I blow your gosh darn-knees off, eggroll!"

And then there's my other favorite from "Used Cars," where "Jesus Christ! Jesus Christ almighty!" was changed to "Cheese and rice! Cheese and rice almighty!"

Posted by Martin McCaffery (Member # 37) on 07-06-2009, 01:01 PM:

A friend of mine used to do trailers for Roger Corman back in the 80's. They had standing orders to NEVER get the trailer approved the first time around. Always load it with things guaranteed to get a hard rating, just so you can see how many you didn't have to take out!